In this episode of Chew on CRO, we discuss the significance of proper data analysis and strategies in CRO and highlight common data hygiene problems in brand, with Ned Macpherson from Endrock! We also discuss the transition from Google Analytics 3 (GA3) to Google Analytics 4 (GA4), and the importance of high-level metrics such as pages per session (PPS), session duration (ASD), and bounce rate in evaluating brand growth and user engagement.

💡 Importance of experimentation in CRO strategies and GA4 for data analysis and optimization.

📈 Segmentation of website data to understand conversion funnels and areas for improvement.

📊 Key metrics to measure, including traffic trend, ad to cart rate, and checkout transaction rate.

🧠 Concept of testing and learning from different strategies to improve user experience and conversion rates.

📉 Warning against measuring metrics that cannot be acted upon, in order to focus on actionable data.

0:00 - The importance of experimentation in DTC success

0:41 - Introduction to Ned from Endrock

1:06 - What is "Chew on CRO"?

1:35 - The importance of data points and strategies in CRO

2:09 - Common data hygiene problems in brands

3:06 - Transitioning from GA3 to GA4 and the importance of setting up GA4 properly

4:00 - Accessing historical data in GA4

5:01 - The significance of high-level metrics in evaluating brand growth

6:01 - The relationship between pages per session (PPS) and session duration (ASD)

7:00 - Understanding bounce rate and its impact on user engagement

10:06 - The difference between bounce rate and exit rate

12:07 - The importance of engagement rate as a metric

14:06 - The importance of segmenting website data for conversion rate optimization (CRO)

18:02 - Ad to cart rates and how they can be inflated

20:05 - The importance of focusing on checkout rate

22:01 - Optimizing the checkout process to improve conversion rates

25:40 - Addressing checkout abandonment

31:00 - The impact of shipping charges on checkout abandonment

34:07 - The importance of conducting variable experimentation and A/B testing for future business growth

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